Heineken names ARC London for 2003 relaunch

LONDON - Heineken has taken on ARC London as its below-the-line agency as it prepares for its UK relaunch in 2003.

The agency has been appointed to develop a fully integrated campaign targeting on- and off-trade audiences.

Heineken has ended its distribution agreement with Whitbread, and from next year it will be marketed and distributed by itself. The brewer is planning to launch a premium version of Heineken here, to compete with lagers such as Stella Artois. It will withdraw the current Heineken brands it sells in the UK, namely Heineken Cold Filtered and Heineken Export.

John Quarrey, CEO of ARC, said: "Heineken is a huge international brand that everyone knows and has tried. We're looking forward to the challenge of relaunching an iconic brand into the very cynical UK market."

Heineken appointed Clemmow Hornby Inge to handle the creative account for the relaunch, ending its 30-year relationship with Lowe & Partners.

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